Research Shows VIPers Sink Fangs Into Digital TV
The increasing popularity of Freeserve has helped digital TV penetration to rise to 55% of AB adults aged between 25 and 54, according to the latest wave of VIPer research.
The study, which explores the media consumption of the UK’s most influential and affluent socio-economic group, shows that the growth of digital TV has enabled 34% of these so-called VIPers to tune in to digital radio and almost 25% to use their digital TV interactively.
Long-term analysis of Vipers’ media habits reveals an increase in radio listening via the internet, which has risen to from 2% in the last wave of research to 9% this time around. Radio listening at work has risen to 20%, with a notable 79% of respondents claiming that tuning in to the radio relaxes them.
Newspapers continue to be play an important role in the average VIPer’s day, with 37% agreeing they are a vital part of their regular media routine.
The number of high-income adults that read newspaper supplements during the week has risen to 42%, whilst the proportion of VIPers agreeing that weekend newspaper supplements form an essential part of their non-working week has dropped to 29%.
Around 19% of VIPers claim to visit the cinema at least once a month, with the majority travelling an average of five miles to get there. Similar proportions of AB adults rent DVDs and videos on a regular basis, although DVD purchasing has now overtaken video purchasing.
The research also confirms the perception of VIPers as a time-poor group of individuals who are happy with their quality of life. 22% agree that money is their driving force, while just 19% are happy with the current state of the economy.
The VIPer study, which is Britain’s first continuous media and lifestyle panel survey of ABs, is funded by Channel 4, Classic FM, Media Planning Group, Times Newspapers and Taylor Nelson Sofres.
VIPer: 020 7393 2400 www.viperresearch.com
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